Singapore – DirectAsia Insurance has veered away from fear tactics in its latest regional brand refresh in a bid to deliver a happier and more personal approach to dealing with insurance.
Dubbed ‘Where Happier Matters,’ its goal is to show the positive and genuine experience customers get when they go with DirectAsia, highlighting the joy of dealing directly with your insurer, which is common practice in many developed markets.
DirectAsia’s CMO Pauline Png explains: “Consumers tell us that they feel more empowered, knowledgeable and confident when they go direct, in contrast to the usual dread and confusion people associate when dealing with their insurance.”
“Whichever point of the consumer journey, be it researching, buying, renewing, and most importantly when making a claim, we want to make the process simple and give customers direct, personalised attention, so they have peace of mind and a smile on their face,” she said.
The multi-million dollar campaign will be supported by digital, print, out-of-home and on-ground advertising. In line with the new positioning, the DirectAsia Insurance logo has also been updated to reflect the approachability of the brand.
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Headlining the new approach is a TV commercial created by Lowe Singapore rolling out in Singapore and Hong Kong by mid-October. The spot starts out like most insurance TVCs, with a driver who has just had an unfortunate accident with a fire hydrant. Coming to his aid, however, is an unexpected character – a dedicated claims specialist who handled the case with empathy.
Png continued, “Consumers have told us that they are skeptical about the insurance industry as they feel it is complex and uses fear-based communication, which they are not comfortable with. As such, DirectAsia wants to take a fresh approach to uplift the feeling around insurance, yet still making a very genuine customer service promise.”
